Case Study: Lane Bryant
NetPlus and Advertising.com have far exceeded Lane Bryant's revenue goals. The companies' sophisticated behavioral marketing program helped enable Lane Bryant to better convert interested consumers into paying customers.
As a result, the Advertising.com program has generated a majority of the total media campaign sales revenue to date.
Executive Summary
As part of a comprehensive online media campaign, NetPlus partnered with Advertising.com to execute a sales-driven online advertising program for Lane Bryant consistent with their existing campaign but with much more aggressive goals. The campaign leveraged Advertising.com's sophisticated targeting and tracking technologies to reach and convert in-market consumers.
Testimonial
"NetPlus Marketing's strategic partnership with Advertising.com, on behalf of our client Charming Shoppes, has exceeded our expectations on all levels. Advertising.com's sophisticated technology, coupled with our 3rd party ad serving capabilities and expertise, has resulted in unrivaled sales and revenue generation for Lane Bryant."
Jessica Howard, NetPlus Marketing, Inc. on behalf of its client, Charming Shoppes, Inc.
Products / Solutions Used
- Behavioral Marketing
Objectives
NetPlus Marketing's objective was to identify aggressive, sales-driven programs (which would result in higher ROI) to scale and integrate into their client's existing online media campaign. NetPlus partnered with Advertising.com to meet those objectives for Lane Bryant (division of Charming Shoppes, Inc.), resulting in one of the most successful retail programs ever executed by the top 50 Interactive Agency.
Strategy
NetPlus implemented Advertising.com's LeadBack® behavioral targeting technology to anonymously track consumer activity on the Lane Bryant website, e.g., clicked but did not purchase, abandoned shopping cart, etc. After exiting the website, consumers who had not completed a purchase received targeted ads designed to drive them back to the Lane Bryant site. This level of targeting enabled NetPlus to generate highly qualified web traffic for Lane Bryant by remarketing to those users with a demonstrated interest in the Lane Bryant brand.